. >> reporter: joseph katz is the in-house fashion stylist for the montage, beverly hills. like many, he was surprised wu won out against a field of 20 again. mrs. obama wore his gown to the 2009 inaugural ball, catapulting his career. >> i'm surprised because she always tries to give new designers a chance to really get their name out there. >> reporter: but she did just that earlier in the day at the inaugural ceremony and parade. a coat dress inspired by men's silk tie. >> thom browne is not a household name. in the fashion business, we know him as a menswear designer. he launched women's 2011. he did a really great job in this to accentuate her waist. when she wears it, it can bring up to $14 million in revenue. >> reporter: true to the first lady's form, she chose a jay crew belt, shoes and glove. malia also wore a j. crew coat, sasha, a bright purple kate spade coat. >> it shows you don't have to wear all one designer. you don't have to break the bank with all just couture fashion. and i think michelle obama has really embraced that. >> giving thatdress a thumbs up. l